Symbolic visuals in advertising: The role of relevance.
Description:
Relevance has been applied to various conditions in the marketing literature but no single definition has been developed. A single clear definition will be helpful to researchers investigating relevance in the marketing and consumer behavior fields. Confusion also exists in the literature regarding to what extent a symbolic visual in an advertisement is relevant. Many researchers are also calling for empirical evidence of a linkage between relevance and response through a theoretical measure o…
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Date:
August 2008
Creator:
Holmes, Gary R.
Partner:
UNT Libraries